By Abubakar Yunusa
The Director-General of the National Broadcasting Commission(NBC), Charles Ebuebu, has declared reliable audience measurement data the “new currency” of Nigeria’s broadcasting industry as the country intensifies its transition to digital broadcasting.
Ebuebu made the declaration on Wednesday in Lagos at the 2026 Nigerian Electronic Media Content Exhibition and Awards, stressing that the success of the Digital Switch Over would depend not only on transmission infrastructure but also on reliable data and commercial systems that can attract investment and strengthen competition.
“As Nigeria advances its digital broadcasting transformation, we must therefore build not only digital transmission infrastructure but also the data and commercial infrastructure required to make the new ecosystem sustainable,” Ebuebu said.
The NBC boss said accurate audience data would be critical to determining the value of broadcast content, attracting advertising investment and helping broadcasters develop competitive strategies.
He said the industry was undergoing profound changes driven by digitalisation, artificial intelligence and changing consumer behaviour.
According to Ebuebu, the broadcasting industry can no longer focus solely on the quantity of content being produced.
He said greater attention must now be paid to the quality of content, its distribution and its capacity to compete in the global market.
Ebuebu also commended the organisers of NEMCEA for placing audience measurement among the key issues discussed at the event, describing it as a strategically important conversation for the future of Nigeria’s broadcasting industry.
The 2026 NEMCEA, the fifth edition of the event, was organised by the Electronic Media Content Owners Association of Nigeria.
The event was held under the theme, “The Creator’s Economy – Elevate Your Craft, Secure Your Future.”
The President of EMCOAN, Adeniji Omirin, said the association was pleased with the conversations around the Digital Switchover, Audience Measurement, FreeTV and emerging opportunities for insurance and risk management in the creative industry.
“We are excited about the important conversations around the Digital Switchover, Audience Measurement, FreeTV, and the emerging opportunities for insurance and risk management within the creative industry,” Omirin said.
He added, “These are not merely conversations about the future; they are about the opportunities before us today.”
The development comes barely two days after Nigeria commenced the first phase of its national Audience Measurement System in Lagos.
The Lagos phase of the AMS began on September 1, 2026, in what stakeholders described as a major step towards establishing a data-driven broadcasting industry.
The Minister of Information and National Orientation, Mohammed Idris, had flagged off the Lagos phase of the system.
Idris explained that the AMS was designed to provide reliable information on who watches television, what they watch and when they watch it.
“It can help broadcasters improve programming, enable advertisers to make better-informed decisions, and support content producers,” the minister said.
He said a credible audience measurement system would strengthen investor confidence while supporting the production of high-quality Nigerian content.
The minister added that the system could create fresh opportunities across the country’s media and creative industries by giving stakeholders reliable information on audience behaviour.
But Idris stressed that public trust would be crucial to the success of the exercise.
He urged operators involved in the system to maintain transparency while protecting the privacy and dignity of participating households.
“Nigeria deserves clear, credible information about how the system works, why households are selected and what participation entails,” he stated.
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